Marketo Office Hours
Optimizing B2B Lead Management: Lessons from a Real Customer Journey
29 views
In B2B, a precise understanding of the customer journey is crucial to effective lead management. Mistakes in lead management are often due to misinterpretation of customer needs and behaviors. This article explores a real-life case study of the B2B customer journey and reveals essential strategies for improving lead management.
Buying Group Management
- 00:00 Presentation of Cathy's buyer journey
- 16:42 Many players are involved
- 22:22 Your perception of the customer journey is partial
- 24:00 Your prospect will educate himself in one way or another
- 25:12 Recognizing and managing the buying group (bis)
- 26:02 Recognizing and managing your brand ambassadors
- 27:39 Securing the end of the journey
Part One: B2B Customer Journey Analysis
Discovery phase
Cathy, a new employee, must quickly learn Marketo. Her supervisor, Peter, is unavailable, so she has to find a local solution. At the same time, she has to launch her first email campaign and quickly realizes that structured training is needed, not just a free online tutorial.
Key points :
- Transition often triggered by an external event.
- Sensitivity to branded content.
Consideration phase
Cathy actively explores training options, particularly in French. She consults articles on the Merlin/Leonard website, then chats with a friend, Lucy, who highly recommends their training courses. A retargeting ad leads her to an online quiz that recommends a full training course, capturing her email.
Key points :
- Need for open-access content.
- Influence of personal recommendations.
Decision phase
Cathy decides to sign up for Merlin/Leonard training. Peter visits the Merlin/Leonard website to check their credibility, while Cathy's colleague Paul also shows interest. A conference call with Thomas from HR, Peter, and Cathy, results in the decision to train two people via videoconference with a certified trainer.
Key points :
- Importance of credibility and online reviews.
Purchasing process and HR phase
Cathy organizes a meeting to discuss the financing of the training. Thomas from HR needs to check that Merlin/Leonard is Qualiopi certified. Francis from Purchasing also has to approve the addition of a new supplier, which can be an obstacle. Vigilance is required until finalization.
Key points :
- Complexity of post-purchase mechanisms.
- Stay vigilant until the end.
Part Two: Six lessons from the B2B customer journey
Diversity of players
Each stakeholder has unique needs. Adapting communications is essential.
Enrich leads from the outset: Identify stakeholder roles as soon as they enter the database, to avoid mistakes.
Impact on Lead Management reporting: Measure conversion rates correctly, taking needs into account.
Partial perception of the customer journey
Interconnect all systems for an overall view.
Be cautious: Don't systematically trigger emails following an interaction to avoid damaging the experience.
Importance of prospect education
Provide quality educational content from the outset to build trust.
Exclusive content: Produce unique and relevant content to attract prospects.
Buying Group Management
Understanding and managing buying groups is crucial.
Automate buying group constitution: Detect several people from the same company with the same need and group them together.
Role of Brand Ambassadors
Recognize and promote ambassadors who influence prospects' decisions.
A dedicated communication channel: Manage a private group for ambassadors on a private social network.
Post-decision follow-up
Rigorous post-decision follow-up is essential to guarantee success.
Set up a feedback loop in the CRM: Correct the wrong amounts of opportunities for marketing decisions based on accurate data.
Conclusion
Cathy's example offers valuable insight into the B2B customer journey. Thoughtful, proactive lead management can better anticipate customers' needs, improve their experience and maximize ROI.
December 08, 2025 12:03 AM Delete
Thank you because you have been willing to share information with us. we will always appreciate all you have done here because I know you are very concerned with our. Sikwin game collection
December 07, 2025 11:59 PM Delete
You really make it seem so easy with your presentation but I find this matter to be actually something that I think I would never understand. It seems too complex and extremely broad for me. I’m looking forward for your next post, I will try to get the hang of it! Cwinz win tips
itachi uchiha December 07, 2025 03:40 PM Delete
You truly have a gift for creating original stuff. I appreciate the way you articulate your ideas in this piece and the way you think. Your writing style really strikes me. I appreciate you adding to the beauty of my experience. koi toto
itachi uchiha December 07, 2025 02:22 PM Delete
This is my first time visit here. From the tons of comments on your articles,I guess I am not only one having all the enjoyment right here! agen togel online [url=https://www.lymphqld.org/]agen togel online[/url]
December 07, 2025 01:37 PM Delete
When i really encourage someone to understand that word it truly is enjoyment identified... toto 4d
qumar farooq December 07, 2025 11:06 AM Delete
It’s rare for me to find something on the web that’s as entertaining and intriguing as what you have got here. Your page is sweet, your graphics are great, and what’s more, you use source that are relevant to what you’re saying. You are certainly one in a million, well done! 신용카드 현금화 업체
December 07, 2025 10:29 AM Delete
Very efficiently written information. It will be beneficial to anybody who utilizes it, including me. Keep up the good work. For sure I will check out more posts. This site seems to get a good amount of visitors. toto togel
December 07, 2025 10:27 AM Delete
저희 수원출장마사지 서비스는 바쁜 현대인들에게 맞춤 휴식을 선사하는 최고의 선택입니다. 이제 시간과 장소의 제약 없이 전문 마사지사의 체계적인 관리를 받아보세요. 수원출장마사지
rtp slot gacor December 07, 2025 09:53 AM Delete
I have read a few of the articles on your website now, and I really like your style of blogging. I added it to my favorites blog site list and will be checking back soon. Please check out my site as well and let me know what you think. situs togel
December 06, 2025 07:11 PM Delete
수원출장마사지는 호텔, 자택, 오피스 등 어디서나 받을 수 있는 방문형 전문 마사지 서비스입니다. 아로마, 스웨디시, 스포츠, 림프, 풋마사지까지 — 수원 전역 출장 수원출장마사지
December 06, 2025 07:10 PM Delete
홍대가라오케 즐길 수 있는 홍대의 품격 있는 노래 문화! 프라이빗 룸을 갖춘 고급 가라오케, 세련된 룸싸롱, 편안한 노래방까지 다양한 공간에서 최상의 서비스와 홍대가라오케
December 06, 2025 05:15 PM Delete
I am impressed with this website , rattling I am a fan . GugoBet play online
December 06, 2025 05:11 PM Delete
Hello super schöner Webblog den ihr da habt. Bin gerade über die Google Suche darüber gestolpert. Gefällt mir echt super gut. macht weiter so. MFG Martina secure online betting
Surron ultra bee December 06, 2025 12:24 PM Delete
Magnificent beat ! I would like to apprentice while you amend your site, how can i subscribe for a blog site? The account aided me a applicable deal. I had been a little bit acquainted of this your broadcast provided bright clear concept. bandar slot
December 06, 2025 12:18 PM Delete
I might suggest solely beneficial in addition to trusted facts, and so find it: 일본유흥
December 06, 2025 12:13 PM Delete
I might suggest solely beneficial in addition to trusted facts, and so find it: 乱視用カラコン
itachi uchiha December 06, 2025 12:06 PM Delete
Upon visiting this page, I found a wealth of wonderful information, so much so that I bookmarked it. bandar slot gacor
Snow December 06, 2025 11:40 AM Delete
bejototo
bejototo
bejototo
BEJOTOTO memberikan pengalaman bermain yang sederhana namun penuh peluang, dengan pasaran lengkap dan dukungan CS yang selalu siap bantu.
Snow December 06, 2025 11:40 AM Delete
idrtoto
idrtoto
idrtoto
situs toto
IDRTOTO menawarkan permainan togel dan slot yang cepat dan aman, dengan transaksi instan serta promo menarik untuk semua member.
Snow December 06, 2025 11:39 AM Delete
akuntoto
akuntoto
toto slot
toto
AKUNTOTO adalah situs toto yang punya permainan lengkap dan peluang jackpot besar. Akses stabil dan layanan responsif jadi nilai tambahnya.
Snow December 06, 2025 11:38 AM Delete
sesetoto
sesetoto
sesetoto
toto
SESETOTO dikenal dengan pasaran togel 4D lengkap dan slot gacor resmi. Fitur prediksi jitu dan bonus harian bikin peluang menang makin besar.
Snow December 06, 2025 11:35 AM Delete
amavi5d
amavi5d
amavi5d
amavi5d
toto slot
situs toto
situs toto
AMAVI5D menyediakan togel dan slot gacor dengan RTP tinggi serta bonus rutin. Pilihan ideal untuk pemain yang ingin pengalaman bermain stabil dan menguntungkan.
Snow December 06, 2025 11:33 AM Delete
sontogel
sontogel
sontogel
sontogel
toto slot
toto slot
SONTOGEL hadir dengan permainan togel 4D resmi dan fitur deposit instan. Antarmukanya simpel, bikin proses bermain lebih mudah dan cepat.
Snow December 06, 2025 11:31 AM Delete
situs toto
toto
ltdtoto
ltdtoto
toto
toto slot
LTDTOTO menawarkan pasaran togel lengkap dan live draw real-time yang akurat. Cocok untuk pemain yang ingin bermain aman dengan hasil cepat dan transparan.
Snow December 06, 2025 11:30 AM Delete
toto slot
bobatoto
bobatoto
bobatoto
situs toto
toto slot
BOBATOTO adalah situs toto dan slot gacor yang dikenal dengan peluang menang besar serta layanan cepat. Tempat bermain nyaman buat yang cari hasil nyata setiap hari.
itachi uchiha December 06, 2025 11:23 AM Delete
This is my first time i visit here. I found so many interesting stuff in your blog especially its discussion. From the tons of comments on your articles, I guess I am not the only one having all the enjoyment here keep up the good work kiko toto
December 06, 2025 09:50 AM Delete
That's why its more practical that you may appropriate study previous to developing. You'll be able to post more significant posting like this. slot gacor
December 06, 2025 09:43 AM Delete
That's why its more practical that you may appropriate study previous to developing. You'll be able to post more significant posting like this. Synaptigen
출장마사지 December 06, 2025 06:55 AM Delete
and personal well-being. People seek massage for relaxation, stress management
출장마사지
부산모텔출장 December 06, 2025 06:52 AM Delete
Beyond physical and emotional benefits, massage plays a meaningful role in lifestyle
부산모텔출장
Dave Jack December 05, 2025 06:12 PM Delete
Good post here. One thing I’d like to say is most professional areas consider the Bachelor’s Degree just as the entry level requirement for an online certification. Even though Associate Qualifications are a great way to begin with, completing the Bachelors starts up many opportunities to various jobs, there are numerous online Bachelor Diploma Programs available by institutions like The University of Phoenix, Intercontinental University Online and Kaplan. Another issue is that many brick and mortar institutions offer Online versions of their degree programs but generally for a drastically higher price than the providers that specialize in online degree programs. UK FAKE DRIVERS LICENSE
December 05, 2025 05:39 PM Delete
'캔디약국'은 성인 건강 관리에 특화된 온라인 약국으로, 주로 발기부전 치료제인 비아그라 등 의약품 처방 및 판매 서비스를 제공합니다. 캔디약국
December 05, 2025 05:38 PM Delete
원주출장마사지 - 원주 전역에 24시간 여성 전문 마사지사가 찾아가는 출장 홈타이 서비스! 아로마, 스포츠, 커플 마사지로 피로와 스트레스를 합리적 가격에 풀어 원주출장마사지
Dave Jack December 05, 2025 10:14 AM Delete
Very nice post. I just stumbled upon your blog and wished to say that I’ve really enjoyed surfing around your blog posts. After all I’ll be subscribing to your rss feed and I hope you write again very soon! slot gacor hari ini
Dave Jack December 05, 2025 10:14 AM Delete
강남풀싸롱은 다양한 유형의 풀싸롱을 제공합니다. 목욕탕, 사우나, 반사요법, 피부관리, 비데 등 일반적인 서비스는 물론 다양한 테마와 맞춤 서비스를 제공합니다. 일부 강남풀싸롱
Dave Jack December 04, 2025 10:03 PM Delete
비아그라 구매,구입, 비아그라 판매, 비아그라 약국, 비아그라 파는 사이트, 시알리스 구매, 비아그라 파는곳, 온라인 약국 비아그라 재구매율 1위 100% 정품 비아그라 구매
Dave Jack December 04, 2025 09:12 PM Delete
Hi. I found your blog using msn. This can be a really well written article. I’ll be guaranteed to bookmark it are available returning to read much more of your useful info. Thanks for the post. I am going to certainly return. togel online
itachi uchiha December 04, 2025 02:51 PM Delete
Your blog has truly captured my interest. I can see why, as you've done an excellent job of making it engaging. Your efforts are truly commendable. situs toto
qumar farooq December 04, 2025 01:40 PM Delete
Yay google is my world beater aided me to find this outstanding site! . Asustogel
December 04, 2025 12:53 PM Delete
I get pleasure from that superb write-up that you've got presented for people like us. When i reassure this will possibly be necessary for the majority of people. pegasus 4d
December 04, 2025 12:43 PM Delete
With the web page you'll see identical texts, generate whatever you imagine. pegasus4d login
December 04, 2025 12:07 PM Delete
That is promotion deals ads for you to handy examine prior writing. It will be easier to write down better site like that. gelatin Trick
December 04, 2025 10:55 AM Delete
In this article understand the most important thing, the item will give you a keyword rich link a great useful website page: 동탄출장마사지
December 04, 2025 10:47 AM Delete
In this article understand the most important thing, the item will give you a keyword rich link a great useful website page: カラコン
December 03, 2025 06:23 PM Delete
I think this is an informative post and it is very useful and knowledgeable. therefore, I would like to thank you for the efforts you have made in writing this article slot gacor
December 03, 2025 06:22 PM Delete
I am impressed. I don't think I've met anyone who knows as much about this subject as you do. You are truly well informed and very intelligent. You wrote something that people could understand and made the subject intriguing for everyone. Great blog you have got here. situs toto
December 03, 2025 03:18 PM Delete
You have a good point here! I agree with what you have said!! Thanks for sharing your views...hope more people will read this article!!! alexistogel
December 03, 2025 03:17 PM Delete
Just admiring your work and wondering how you managed this blog so well. It’s so remarkable that I can't afford to not go through this valuable information whenever I surf the internet! alexistogel
December 03, 2025 02:54 PM Delete
However you might get started it is vital, the item all over again yields a website a robust major site: situs toto
December 02, 2025 05:15 PM Delete
As I website possessor I believe the content material here is rattling wonderful , appreciate it for your efforts. You should keep it up forever! Best of luck. situs slot
December 02, 2025 05:12 PM Delete
As I website possessor I believe the content material here is rattling wonderful , appreciate it for your efforts. You should keep it up forever! Best of luck. toto togel online
itachi uchiha December 02, 2025 04:43 PM Delete
Thank you so much for this well-crafted article. It's packed with insightful information. Your perspective is unmatched. It's clear to me that this is one of the best blogs out there. kiko toto
Surron ultra bee December 02, 2025 02:29 PM Delete
This is a smart blog. I mean it. You have so much knowledge about this issue, and so much passion. You also know how to make people rally behind it, obviously from the responses. nagaspin99 login
Surron ultra bee December 02, 2025 02:25 PM Delete
This is a smart blog. I mean it. You have so much knowledge about this issue, and so much passion. You also know how to make people rally behind it, obviously from the responses. togel online
December 02, 2025 01:13 PM Delete
At this time there you possibly can get without cost, view the first of most of these facts. pegasus4d login
December 02, 2025 01:05 PM Delete
this is pleasant in addition to meanful. this is trendy blog site. Backlinking can be quite practical matter. you could have definitely served most people exactly who stop by blog site and gives these individuals usefull facts. pegasus 4d
December 02, 2025 10:48 AM Delete
I beloved as much as you will receive carried out right here. The comic strip is attractive, your authored subject matter stylish. nevertheless, you command get got an shakiness over that you would like be delivering the following. unwell undoubtedly come further beforehand once more since precisely the similar nearly a lot steadily within case you protect this hike. bandar toto
rtp slot gacor December 01, 2025 03:50 PM Delete
I really loved reading your blog. It was very well authored and easy to understand. Unlike other blogs I have read which are really not that good.Thanks alot! link situs slot
Dave Jack December 01, 2025 03:09 PM Delete
I’m impressed, I must say. Really rarely should i encounter a blog that’s both educative and entertaining, and without a doubt, you’ve hit the nail within the head. Your concept is outstanding; the thing is an issue that too few folks are speaking intelligently about. I am delighted which i came across this inside my find something with this. togel
rtp slot gacor December 01, 2025 02:31 PM Delete
This type of message always inspiring and I prefer to read quality content, so happy to find good place to many here in the post, the writing is just great, thanks for the post. situs slot
rtp slot gacor December 01, 2025 02:02 PM Delete
Thanks for sharing the post.. parents are worlds best person in each lives of individual..they need or must succeed to sustain needs of the family. toto macau online
December 01, 2025 01:33 PM Delete
일본 여행 중 꼭 알아야 할 일본 현지 일본유흥 문화 가이드! 도쿄·오사카의 밤거리 소개부터 술자리 예절, 안전하게 즐기는 팁과 주의사항까지 유익한 정보를 제공합니다. 일본유흥
December 01, 2025 01:31 PM Delete
1DAYカラコンとは、その名の通り1日使い捨てタイプのカラーコンタクトレンズです。開封したレンズを一度装着したら、その日の終わりに捨てて新品と交換する仕組みで、2回 カラコン
qumar farooq December 01, 2025 01:18 PM Delete
Great write-up. I am a normal visitor of your web site and appreciate you taking the time to maintain the excellent site. I will be a frequent visitor for a long time. DEVELOPMENT CONSULTANT
December 01, 2025 01:10 PM Delete
Ones texts within this theme usually are accurate, observe how When i had written this page is very top notch. pegasus4d login
December 01, 2025 01:00 PM Delete
Will give you the most beneficial web page target I'm sure at this time there by itself you can find the way quick it truly is. pegasus 4d
rtp slot gacor December 01, 2025 10:46 AM Delete
Thanks for a very interesting blog. What else may I get that kind of info written in such a perfect approach? I’ve a undertaking that I am simply now operating on, and I have been at the look out for such info. koi toto
December 01, 2025 07:14 AM Delete
For some this can be the best solution in this article observe how to try and do the item. p6 slot
tech November 30, 2025 03:11 PM Delete
I appreciate you giving so many excellent posts; I've bookmarked your blog. Please check out my website's advise as well. I'll come back for more excellent material. koi toto
November 30, 2025 02:50 PM Delete
Within this webpage you possibly can understand the likes and dislikes, generate anything exclusive. pegasus 4d
November 30, 2025 11:17 AM Delete
It is best to largely remarkable combined with well-performing stuff, so find it: p6slot
대전출장마사지 November 29, 2025 09:33 PM Delete
대전출장마사지365일 24시간 빠른출장
rtp slot gacor November 29, 2025 12:56 PM Delete
Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I'll be subscribing to your feed and I hope you post again soon. Big thanks for the useful info. toto macau
tech November 29, 2025 12:36 PM Delete
Good post overall. I recently came onto your blog and really loved reading the content. I'm searching for fresh content to obtain even more valuable information. Regards for the helpful information. menang8
November 29, 2025 12:22 PM Delete
Within this webpage you possibly can understand the likes and dislikes, generate anything exclusive. pegasus4d link alternatif
November 29, 2025 11:03 AM Delete
The reason complete solely a whole lot published within this theme? In this article you observe far more. pegasus 4d
November 29, 2025 10:22 AM Delete
That's the reason center on it's essential to precise ground moves well before writing. Might be attainable so that you can extra advisable text that way. blue salt trick for men
November 29, 2025 08:27 AM Delete
That'sthe reason advertising and marketing that you suitable homework in advance of crafting. It is also possible to jot down improved posting with this. blue salt trick for men
November 28, 2025 11:04 PM Delete
It is very interesting topic you’ve written here..The truth I’m not related to this, but I think is a good opportunity to learn more about, And as well talk about a different topic to which I used to talk with others RSlot App
November 28, 2025 08:09 AM Delete
Incredible article and a pleasant method to advance on the web. I'm happy with the data that you gave. nagaspin99 slot
Surron ultra bee November 27, 2025 04:04 PM Delete
That'sthe reason advertising and marketing that you suitable homework in advance of crafting. It is also possible to jot down improved posting with this. Lulutox Detox Tea
November 27, 2025 03:33 PM Delete
I am glad to be a visitor of this consummate web site! , appreciate it for this rare info ! . yaytext
November 27, 2025 03:30 PM Delete
강남가라오케는 강남에서 가장 핫한 노래방으로, 프라이빗 룸에서 최신 음향 시설과 고급 인테리어를 즐길 수 있습니다. 회식, 모임, 데이트 등 다양한 상황에 완벽한 강남가라오케
November 27, 2025 03:19 PM Delete
I am able to provides you with the target In this article understand the best way to practice it the right way. Understand in addition to generate anything beneficial. yaytext
November 27, 2025 02:26 PM Delete
What is great respecting is dealing with instead of depending on. toto togel
Dave Jack November 27, 2025 02:04 PM Delete
Youre so cool! I dont suppose Ive read anything in this way just before. So nice to seek out somebody by original ideas on this subject. realy we appreciate you starting this up. this excellent website is one area that is required on the internet, somebody with a little originality. helpful problem for bringing a new challenge on the internet! make money YouTube videos
Dave Jack November 27, 2025 01:36 PM Delete
Hey There. I found your blog using msn. This is an extremely well written article. I will make sure to bookmark it and come back to read more of your useful information. Thanks for the post. I’ll certainly return. birth chart YouTube content strategy
Dave Jack November 27, 2025 01:10 PM Delete
I truly appreciate this post. I¡¦ve been looking everywhere for this! Thank goodness I found it on Bing. You’ve made my day! Thanks again Pristina Travel how to buy real YouTube views
November 27, 2025 01:03 PM Delete
The following time I learn a blog, I hope that it doesnt disappoint me as a lot as this one. I imply, I know it was my choice to learn, but I actually thought youd have one thing fascinating to say. All I hear is a bunch of whining about something that you may fix should you werent too busy searching for attention. https://jokergaming.us.com/สมัคร-joker/
Dave Jack November 27, 2025 12:34 PM Delete
Please let me know if you’re looking for a author for your site. You have some really good posts and I believe I would be a good asset. If you ever want to take some of the load off, I’d really like to write some content for your blog in exchange for a link back to mine. Please blast me an e-mail if interested. Regards! https://www.dss-hr.com/hotel-housekeeping-jobs-germany
itachi uchiha November 27, 2025 12:12 PM Delete
This article is a gem in many ways. It's incredibly helpful and thought-provoking. I've learned so much from your blog. Thank you so much. vw 108
November 27, 2025 12:04 PM Delete
I wanted to thank you once again for your amazing web-site you have made here. It is full of useful tips for those who are truly interested in this specific subject, specifically this very post. You really are all really sweet as well as thoughtful of others and also reading your blog posts is a superb delight in my opinion. And thats a generous surprise! Ben and I are going to have enjoyment making use of your recommendations in what we must do in a few days. Our list is a mile long so your tips might be put to beneficial use. kiko toto
tech November 27, 2025 11:18 AM Delete
I appreciate you giving all of this helpful knowledge. This was a very helpful resource for me, I thought. Many thanks for your effort. samanaga
itachi uchiha November 27, 2025 10:13 AM Delete
I read your essay more than once since you bring up so many excellent issues. For the most part, your opinions align with my own. For your readers, this stuff is excellent. hokipay
November 27, 2025 09:18 AM Delete
This unique seems to be thoroughly ideally suited. Each one of minor essentials are produced alongside large amount of story knowledge. I’m a for the considerably. situs toto
Dave Jack November 27, 2025 08:55 AM Delete
I’m not that much of a online reader to be honest but your sites really nice, keep it up! I’ll go ahead and bookmark your site to come back later. Many thanks https://www.dynamichealthstaff.com/nursing-jobs-bawshar
November 27, 2025 08:51 AM Delete
I get pleasure from that superb write-up that you've got presented for people like us. When i reassure this will possibly be necessary for the majority of people. 김포출장마사지
November 27, 2025 08:39 AM Delete
Pleasant facts, precious in addition to fantastic pattern, seeing that write about good stuff having good ideas in addition to methods, many good facts in addition to enthusiasm, both equally which I needed, on account of deliver a really helpful information in this article. 소액결제 현금화
November 26, 2025 06:17 PM Delete
강남가라오케는 강남에서 가장 핫한 노래방으로, 프라이빗 룸에서 최신 음향 시설과 고급 인테리어를 즐길 수 있습니다. 회식, 모임, 데이트 등 다양한 상황에 완벽한 강남가라오케
November 26, 2025 06:16 PM Delete
강남구구단 쩜오는 강남 유흥업소 트렌드의 정점에 선 프리미엄 룸싸롱입니다. 화려함을 넘어서 디테일까지 신경 쓴 서비스와 분위기로 이미 많은 단골 고객을 확보하고 강남구구단